Our research amongst donors is showing a seismic change in the nature of charity/donor relationships. Many donors are questioning who they support and why. New charities are being adopted and old ones discarded. It is essential to get your message right. 1/5

Staying quiet is a bad move. Framing need by threat of closure might have worked a week or two ago but it now appears to be a much weaker approach. Donors are increasingly looking for relevance. Usual systems and rules used to manage giving seem to be increasingly redundant. 2/5

Emotions are continuing to evolve but it looks like that we won't return to business as usual at the end of this. People still feel a level of loyalty to favoured charities but please don't take that for granted. Lifelong relationships are changing! 3/5

Charities which best answer the needs of donors will replace those that fail to keep up. Think about what donors need from your charity - and deliver it. The environment is constantly changing. Keep listening to your donors. 4/5

Full results of the second round of our study will be available next week. Priorities are changing and this won't stop. 5/5